Marketing
How did Vodafone manage a comeback in the Egyptian market through Vodafone "IN" ?
Previous
years were tough for the Egyptian market due the economic problems faced that
affected consumer’s purchasing power. However, the fierce competition of
telecommunication market kept going with Mobinil deflecting from the
competition, Etisalat and Vodafone went through great battle. Etisalat spent a
huge marketing budget and with some creative variety of offerings, it acquired
a large base of customers including great percentage of youth.
A long time
ago, Etisalat was leading the market until a year ago were Vodafone Egypt designed
a comeback and started executing it, starting with “Al-Mared” and Ahmed Meky in
“Felix” continuing to sponsoring once again “Al-Ahly Club” and to what we are
going to talk about “Vodafone IN”
Vodafone IN
by Vodafone is a successful Service offering that was mainly targeted for
youth. Vodafone started its marketing with street advertisement boards everywhere
with just the words “IN – Without you it’s not complete” leading people to
wonder what is “IN”. Vodafone attracted everyone’s attention with the huge
number of advertisement boards occupied and what could be “IN”. Moreover, they
created a Facebook page named “IN” only and started their count down reveling
some of youth favorite artists. Due to the huge propaganda and the excellence
in executing the marketing strategy, people in thousands including a huge
number of youth surfed a browser tab with their Facebook page open waiting for
“IN” to revel its identity.
After the
wait, “IN” Reveled itself with a wonderful advertising song including variable
youth segments favorite singers in Egypt and the Vodafone logo. People loved
it, with the right offers, youth started changing to “IN”. Vodafone did not
stop here, it continued recently making a tour around Egypt with those singers
under the name of “IN tour”, creating loyalty and attracting more of the fans.
Eventually, we
all love music, music for youth is life and so reveling yourself with an
advertising song makes the brand much more memorable than the normal
advertising ad. How intelligent it is from Vodafone Egypt to create this huge
propaganda for an offering. The question to be answered, how do you think
Etisalat reacted?
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